Brand Storytelling vs. A Founder’s Story
Why They’re Not the Same and Why That Matters
by Ashley Kedra, Kedra&Co
I left the corporate world because I never had a voice.
I was hired to build something that sounded bold on paper. The strategy felt right. The outcomes had real potential. But when it came time to shape the message, to invite people in, to lead with something more human, something true, I was met with silence.
I suggested storytelling frameworks, peer-led moments, and real community-building tactics. I talked about shared success, not just pipeline. The room didn’t move.
Later, when I followed up on what I thought was a meaningful conversation, the response I got was cold. Not just a no, but a reminder that even good ideas aren’t welcome when the voice offering them isn’t part of the real plan.
That moment told me what I needed to know.
You can be hired to build something but if you’re not given voice or safety, there’s no real structure to build on.
That experience shaped the way I work now.
At Kedra&Co, we build from alignment. We don’t just say the right things. We make sure what’s said and what's a safe match.
That’s where the distinction between brand story and founder story really matters.
What Is a Founder’s Story?
A founder’s story is the personal origin story of the person who started the business.
It holds the spark. It reflects what the founder believed, wanted to solve, or felt was missing. It often includes struggle, vision, and moments of risk or clarity.
It is a trust builder. It humanizes the business. It can be powerful, when used with intention.
But it is not built to evolve. It’s rooted in the past.
What Is a Brand Story?
A brand story is the active, evolving narrative of the business itself.
It reflects what the company stands for, how it helps, and who it is here to serve. It’s shaped by the values of the brand, the clarity of its offers, and the emotional or practical outcomes it creates for its audience.
A brand story is centered on relationships. It grows with the customer, adapts to what’s needed, and shifts over time.
It is not about the founder. It’s about the people the brand serves.
Why Your Brand Story Shouldn’t Be Your Founder’s Story
When the founder’s story dominates the brand message, the audience can feel left out.
It can sound self-focused. Fixed. Out of step with the moment.
I’ve seen brands rely too heavily on the founder’s early pain point, even as the audience outgrows that narrative. I’ve seen businesses stall because the voice that built it won’t let go of the mic.
When a founder’s story becomes the whole story, the brand can’t breathe.
It can’t expand.
It can’t adjust.
It can’t meet people where they are now.
Even if the founder is still involved, the brand needs its own language. It needs room to grow.
How to Use Both Stories
Use your founder story to build trust.
Tell it in places where connection matters. Interviews. Podcasts. Founder-led emails. Thought leadership. It creates intimacy and depth when used sparingly and honestly.
Use your brand story to create relevance.
This is the story your website, campaigns, and social presence should tell. It shows your audience what’s possible for them. It mirrors their values and helps them belong.
The two stories don’t compete.
But they should not be collapsed.
At Kedra&Co, we help founders separate the two… gently. So both can do their jobs well.
Reminder
Your founder story is your why.
Your brand story is your who and your how.
The first lit the match.
The second carries the light forward.
They’re not interchangeable.
But when aligned, they create something lasting.
If you’re holding both stories, unsure how to use them, we can help.
Let’s shape what’s true and what’s next.
— Ashley
Kedra&Co
